CHAPTER 2

Brand positioning model

• describes how to establish competitive advantages in the minds of

  customers in the marketplace;

• describes how to take these competitive advantages and create

  intense, active, loyalty relationships with customers for brands

•  describes how to trace the value creation process to better understand the financial impact of marketing expenditures and investments to create loyal customers and strong brands.

• the differential effect that brand knowledge has on customer response to the marketing of that brand.

describes how to take these competitive advantages and create

intense, active, loyalty relationships with customers for brands

• Brand resonance model

• Brand value chain model

• Brand positioning model

•  Associative network memory mode

views memory as a network of nodes and connecting links, in which nodes represent stored information or concepts, and links represent the strength of association between the nodes.

• Brand resonance model

• Brand value chain model

• Brand positioning model

•  Associative network memory mode

Describes how to trace the value creation process to better under-

stand the financial impact of marketing expenditures and investments to create loyal custom-

ers and strong brands

• Brand resonance model

• Brand value chain model

• Brand positioning model

•  Associative network memory mode

Provide a competitive advantage and the

“reason why” consumers should buy the brand.

• POPs

• PODs

Some brand associations can be roughly as favorable as those of competing brands, so they function as

• POPs

• PODs

The basic premise of the concept is that the power of a brand lies in what customers

have learned, felt, seen, and heard about the brand as a result of their experiences over time

• CBBE

• Brand image

• Brand recognition

• Brand positioning

Once a sufficient level of brand awareness is created, marketers can put more

emphasis on crafting a

• CBBE

• Brand image

• Brand recognition

• Brand positioning

Requires defining our desired or ideal brand knowledge structures and establishing points-of-parity and points-of-difference to establish the right brand identity and brand image. 

• CBBE

• Awareness

• Brand recognition

• Brand positioning

 It is the act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customer’s mind

• CBBE

• Awareness

• Brand recognition

• Brand positioning